Samenvatting

This thesis is written for Rical Cleaning products, a Dutch company that is specialized in selling cleaning products business to business. The purpose of this research is to obtain insight on the level of customer satisfaction, customer loyalty and the level of customer recommendations and how this can be improved.  
The research question is: which factors lead to customer satisfaction, customer loyalty and improves the level of customer recommendations? This research question was answered with use of sub-questions and hypotheses.  
Qualitative research was conducted and subsequently quantitative research was done. Factors that lead to customer satisfaction, customer loyalty and improved customer recommendations are tested with use of quantitative research. 
The overall customer satisfaction was rated as 8.1 on a 10 point scale. The factors that were rated the highest were: service(8.6), product quality(8.3), reliability(8.2), advice(8.2)the speed and reliability of the delivery(8.0). The factors with lower ratings are: price(6.1) and the findability(5.7). Service, reliability and price have the most substantial influence on the customer satisfaction.  
The repetitive purchase is linked with the customer loyalty and was rated as 8.3 on a 10 point scale. The factors that were rated the highest were: customer focused (8.8), service (8.6), relationship focused (8.5), interrelationship (8.4) and overall customer satisfaction (8.1). The factor with the lowest rating is result-oriented (7.8). Service, customer focus, relationship focus and interrelationship have the most significant influence on customer loyalty.    
The customer recommendation behavior was rated as 8.2 on a 10 point scale. The factors that received the highest ratings were: customer focused (8.8), kindness (8.6), service (8.6), relationship focused (8.5), personal (8.4) and advice (8.2). The factors with lower ratings are: competitive (7.9), surprising (7.8), and result- oriented (7.8). Advice, relationship focus and service have the biggest influence on the recommendation behavior of the customers. The Net Promoter Score is 52. This score is considered excellent. The satisfaction, loyalty and recommendation behavior can be improved by improving the factors that have the most influence.  
Complaint treatment , lowering the prices, giving discount and improving the website are the most important recommendations to improve the customer satisfaction. Setting up a point system, building and maintaining a better relationship with the customers are the most important recommendations to improve the customer loyalty. Demonstrating products at the client’s company, giving advice and adding a user manual are the most important recommendations to improve the recommendation behavior. Finally, the last but also an important recommendation is to advertise on the company car to clarify Rical is an all-in-one supplier.    
Information on how to realize an improved level of satisfaction, loyalty and customer recommendation behaviour can be found in the recommendations chapter and the implementation plan.